Guide: How to Optimize Your Nonprofit Donation Page for Maximum Giving in 2025

Your nonprofit’s website is often your digital front door and your donation page? That’s your welcome mat for supporters ready to take action. With online giving steadily increasing across all nonprofit sizes, your donation page isn’t just a form. It’s a critical tool for building trust, driving conversions, and creating lasting donor relationships.

Whether your donors are browsing on their lunch break or responding to an emotional story on social media, your donation page needs to be fast, easy, and inspiring. Below, we’ve compiled 10 donation page best practices, rooted in data and tested strategies, that will help you turn more clicks into contributions.

1. Brand It Like You Mean It

Your donation page should look and feel like the rest of your website. Why? Because brand consistency builds trust and trust drives giving. Pages that divert donors to a third-party processor, such as PayPal-only donation flows, see significant drop-off.

It also helps to remove unnecessary navigation links to minimize distractions. Organizations like the Coral Reef Alliance saw a 195% increase in donations by keeping the focus squarely on the donation form.

2. Give Monthly Giving the Spotlight

Recurring donations can dramatically increase donor lifetime value. On average, monthly donors give $288 per year, compared to $126 from one-time donors.

Set yourself up for success by:

  • Adding a “Make this a monthly gift” checkbox on your primary form.

  • Creating a dedicated monthly giving page with its own URL (e.g., yournonprofit.org/monthly).

  • Using pop-ups to nudge one-time donors toward becoming sustaining supporters, which UNICEF does brilliantly).

3. Make Mobile a Priority

With nearly half of all online donations happening on mobile, a donation page that’s clunky on phones is a deal-breaker. Instead:

  • Use a responsive layout

  • Optimize button size and form fields for thumbs, not mouse clicks

  • Test the page on multiple devices and browsers

When giving is easy to do on the go, donors are more likely to act in the moment.

4. Offer Multiple Payment Options

Modern donors expect flexibility. Beyond credit cards, consider enabling:

  • PayPal

  • Venmo

  • Google/Apple Pay

  • ACH transfers

Coral Reef Alliance and the SPCA of Texas offer all of these, and it pays off. Giving options accommodate preferences and remove barriers to giving.

5. Simplify Your Form

Keep it short and sweet. Every unnecessary field increases the risk of donor abandonment. Ask only for what’s essential: name, email, payment information, and perhaps an optional phone number (more on that below).

Use large, clear buttons and a clean design like Fred Hutchinson Cancer Center or Mozilla. Even small design upgrades can make your form feel faster and friendlier.

6. Collect (Optional) Mobile Numbers

Text messaging has a 90%+ open rate, which far surpasses email. Consider adding an optional mobile number field and clearly explain how it will be used for updates or urgent alerts. Organizations like the Human Rights Campaign use this effectively to drive engagement beyond the donation.

7. Let Donors Cover Processing Fees

More than half of donors will voluntarily cover processing fees when given the option. Add a simple checkbox that shows the total amount with the fee included, like Food for the Poor does, and you’ll retain more revenue from each gift.

8. Incorporate Tribute Giving

Honor and memorial donations offer a meaningful way to give, and 46% of donors report giving a tribute gift in the past year. Include the option in your primary form and consider a dedicated tribute-giving page.

Want to go even further? Offer occasion-based gift options for birthdays, weddings, and holidays.

9. Create a Compelling Confirmation Page

Don’t waste your “thank you.” Post-donation pages are a golden opportunity to deepen engagement. Follow the World Wildlife Fund’s lead by:

  • Showcasing ways to get more involved

  • Encouraging social sharing

  • Highlighting impact or follow-up actions

Use this page to offer donor-specific content, like a downloadable background, social badge, or quick links to volunteer.

10. Display Trust Signals and Contact Info

Add charity badges from platforms like Charity Navigator, GreatNonprofits, or Candid. 72% of donors say these increase their likelihood to give.

Also, don’t forget the basics:

  • Include a physical mailing address

  • Offer a phone number for offline giving

  • Reassure donors their data is secure

When donors see transparency and credibility, they’re more likely to give and give again.

Bonus: Attribution Matters

Understanding where your donations come from helps refine your fundraising strategy. Use tracking links, QR codes, and donation page variants tailored to different campaigns. This enables you to credit the right channels and double down on what’s working.

Final Thoughts

Your donation page isn’t just a form. It’s a conversation, a call to action, and a commitment to your mission. By following these best practices, you’ll make giving easier, more meaningful, and more effective.

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